The Experience Economy in Agriculture: Developing Programs to Attract City Residents to Farms

Abstract

As the experience economy expands, farms are increasingly diversifying beyond primary production. Growing urban demand for recreational activities, learning, and hands-on farm activities is driving the development of integrated tourism products and more diverse programs. However, sustainable business models are limited by weak coordination among farmers, tourism stakeholders, and regulatory institutions. This weak alignment slows the institutionalization of the sector and limits its development as a mature segment of the rural economy. To address these issues, the study employed a mixed-methods approach, combining an analysis of publicly available information from nine farms located in several regions of the Central Federal District of Russia, surveys of farm owners and managers (n = 20), industry experts (n = 20), and government representatives, together with an analysis of consumer reviews. The results have revealed a mismatch in the participants’ objectives: farmers view visitors as buyers of their products; tour operators believe it is necessary to develop a wide range of leisure content; regulators monitor compliance with standards that require further improvement. The authors have identified three main business models that differ in the availability of agricultural products, the number of activities offered (from 4.0 to 7.5), and the possibility of overnight stays. Bridging the gap between the expectations of the parties is possible through joint action. The tourism sector can support training and event-based projects. Legislative and regulatory bodies can develop norms for accommodation and create opportunities to promote agricultural and livestock products to residents of large cities. Farmers can expand the educational and entertaining components of their offerings and broaden the channels for promoting their products. Keywords: Rural tourism models; farm-based leisure; multi-stakeholder interaction; consumer experience design; weekend travel demand; income diversification strategies.